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A Holistic Approach of Revenue Management and its Relation to Agile Marketing. Tourist Experience in a Customer-Driven Era

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  • PURCAREA, Theodor

Abstract

Harmonizing Marketing and Revenue Management within today’s constantly shifting environment is a real challenge, both hotel’s marketers and revenue managers beginning to better understanding that revenue optimization is everyone’s business, and improving tourist decision journeys with Agile Marketing is a must within the current business environment in which marketing shifted from the business of communications to the business of experiences. New capabilities including new talent in agile development are necessary in our digital era, as the new name of the marketing game is Agility, and the Agile management methods offer organizations a proper way of transforming the current changes in opportunities. That is why it is important to have a clear picture of what means Agile in the marketing context, knowing the starting point of all tourist activities, the role of the accumulated tourist experience, and the promise of customer experience management, and better understanding tourists’ behavior and motivations in today’s Omni channel world.

Suggested Citation

  • PURCAREA, Theodor, 2016. "A Holistic Approach of Revenue Management and its Relation to Agile Marketing. Tourist Experience in a Customer-Driven Era," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 6(4), pages 16-27, December.
    • Handle: RePEc:hmm:journl:v:6:y:2016:i:4:p:16-27
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    References listed on IDEAS

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    1. Arnould, Eric J & Price, Linda L, 1993. "River Magic: Extraordinary Experience and the Extended Service Encounter," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(1), pages 24-45, June.
    2. NEGRICEA, Costel Iliuta & PURCAREA, Ioan Matei, 2016. "Engineering the Digital Transformation of Marketing," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 6(2), pages 06-14, June.
    3. RATIU, Monica Paula & PURCAREA, Ioan Matei, 2015. "Digital Tourism on the Way to Digital Marketing Success," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 5(2), pages 30-37, June.
    4. RATIU, Monica Paula & PURCAREA, Ioan Matei, 2015. "Reaching Travelers Through Digital Marketing Channels," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 5(3), pages 26-31, September.
    5. RATIU, Monica Paula & PURCAREA, Ioan Matei, 2015. "Organizing for digital marketing success in tourism," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 5(4), pages 22-27, December.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Revenue Management; Agile Marketing; Tourist Experience Management;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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